What is content marketing? Photos, words, audio, and video—everything you create to tell the story of your product or company online. It's not a new concept, but the tools have changed dramatically in the last 10 years. In this presentation, C. C. Chapman walks through the why, what, who, and how of content marketing, and shows how to transition your marketing efforts to the digital landscape. You'll learn to define a strategy that's right for your company, choose the proper platform and tools, understand how to build a successful content marketing team, and gain insight from C.C.'s years of expertise.

Topics include:

* Defining marketing goals and measuring success* Integrating already established programs* Getting leadership support* Establishing an online footprint, starting with a blog* Electing editors, community managers, and content creators* Using an editorial calendar* Writing for the web* Understanding the importance of images, audio, and video